14 Aug What can enhance the value of Web-based shopping experiences to serve as persona

What can enhance the value of Web-based shopping experiences
to serve as personal shopping assistants or Web-site guides?
E-mail
Avatars
Smartphones
Tablets

Prestige LLC, a small company that manufactures specialty
cereals and energy bars, wants to launch a “green marketing” program
in response to heightened consumer awareness about environmental issues. What
should the company do to maximize the program’s chances of being successful?
Focus on the efforts and costs incurred by the company to
bring these “green” products to consumers.
Explain the rules and regulations laid out by governmental
agencies to protect the environment.
Emphasize benefits to the consumer rather than environmental
benefits.
Demonstrate that the products will benefit both customers
and the society in the long-term.

A firm must know where to position its product based on
price and ________.
quality
communication
promotional efforts
region

_______ is an approach that considers different ethnic and
cultural segments require targeted marketing campaigns and tactics.
Specialized marketing
Ethnic-based marketing
Multicultural marketing
Diversity marketing

Marketers need to identify the hierarchy of attributes that
guide consumer decision making in order to understand different competitive
forces and how these various sets get formed. This process of identifying the
hierarchy is called ________.
market valuation
brand association
market partitioning
market estimation
Which method identifies the effect sponsorship has on
consumers brand knowledge?
Supply-side method
Pricing method
Positioning method
Demand-side method

The three guidelines
for anticipating management reactions are (1) prior to the crisis during normal
day-to day operations, (2) at the moment some event triggers the crisis, and
(3) during the crisis situation that triggers the event. These guidelines are
the stages for ________.
decision making
provoking solutions
crisis management
problem-solving
What is the perceived monetary value of the bundle of
economic, functional, and psychological benefits customers expect from a given
market offering because of the product, service, people, and image?
Total customer benefit
Complete marketing benefit
Total management benefit
Ultimate service benefit
ABC Technology is nearing completion on their product and
market research has discovered a competitor is also close to launching a
similar product. ABC has decided launch before their competition, this is
called ________.
first entry
parallel entry
late entry
early entry
What type of control focuses on measuring a companys
products territories, customer groups, segments, trade channels, and order
sizes to help expand or eliminate any products or marketing activities?
Activity
Solvency
Efficiency
Profitability
A company can learn a great deal by analyzing the degrees of
brand loyalty. For example, ________ can show the firm which brands are most
competitive with its own.
hard-core loyals
switchers
split loyals
shifting loyals
Which control should periodically reassess its approach to
the marketplace with a good marketing audit?
Marketing control
Performance control
Strategic control
Ethical control

Which of the following can induce a firm to expand into the
international arena?
A saturated foreign market
A saturated domestic market
Cater to a domestic mass market
High income level of domestic consumersthe firm
concentrates on serving many needs of a particular customer group.
product specialization
selective specialization
market specialization
single-segment concentration
If the Ford GT is designed to accelerate to 50 miles per
hour within 10 seconds, and every Ford GT coming off the assembly line does
this, the model is said to have high ________.
interoperability
durability
compatibility
conformance quality

2Wheels conducts exhaustive customer surveys to discover
customer preferences and attitudes towards the brand. Sally uses cluster
analysis to classify the data and help the company determine the trends in the
information. Sally is using the technique of ________.
data mining
data governance
data accumulation
data marketing

Another basis for decision-making is referred to as
________.(NOT SURE)

correct ethics
ethical dilemmas
situational ethics
ethical practices

The effect of exposures on audience awareness depends on the
following three factors:
distance, timing, and focus
height, length, and width
reach, frequency, and impact
space, communication, and advertisements

Which of the following is a strategy that uses the
manufacturers sales force, trade promotion money, or other means to induce intermediaries
to carry, promote, and sell the product to end users?
Strategic plan
Pull strategy
Lock strategy
Push strategy

The marketing manager needs to know the cost of the research
project before approving it. During which stage of the marketing research
process would such a consideration most likely take place?
Step 1 defining the problem
Step 2 developing the research plan
Step 5 drafting the report
Step 4 analyzing the information

Which component of a marketing audit includes major developments
in income, prices, savings, and credit that affect the company?
Cultural
Economic
Technological
Political

Through its cutting-edge point-of-sale inventory, management
technology, and highly efficient shipping practices, Wal-Mart is able to keep
its inventory expenditure extremely low and to pass these savings on to
consumers in the form of low prices. Wal-Mart’s strategy is best described as
________.
market development
differentiation
integrative growth
overall cost leadership

Marketers must see themselves as benefit providers. For
example, when a shopper purchases new shoes, he or she expects the shoes to
cover his or her feet and allow him or her to walk unobstructed. This is an
example of what level in the consumer-value hierarchy?
Basic product
Pure tangible product
Potential benefit
Core benefit

New-to-the-world products are ________.
new products that create an entirely new market
existing products that are targeted to new geographical
markets
new product enhancements that supplement established
products
low-cost products designed to obtain an edge in highly
competitive markets

What are the four characteristics of a marketing audit?
Announced, semi-annually, dependent, and perpetual
Simple, unique, randomly, and exclusive
Comprehensive, systematic, independent, and periodic
Dependent, non-comprehensive, quarterly, and unannounced

What type of strategy consists of geographical pricing,
price discounts and allowances, promotional pricing, and differentiated
pricing?
Regular prices
Price adaptation
Fixed pricing
Altered pricing

The ability to meet humanitys needs without harming future
generations is now a top priority in most corporate agenda________.
righteousness
sustainability
rules
ethics

social definition of marketing says ______.
marketing is the process of extracting maximum value from
consumers to facilitate corporate growth
effective marketing requires companies to remove
intermediaries to achieve a closer connection with direct consumers
a company should focus exclusively on achieving high
production efficiency, low costs, and mass distribution to facilitate the broadest
possible access to the companys products
marketing is the process by which individuals and groups
obtain what they need and want through creating, offering, and freely
exchanging products and services of value with others

BMW’s “The ultimate driving machine,” American
Express’ “Don’t leave home without it,” New York Times’ “All the
news that’s fit to print,” and AT&T’s “Reach out and touch
someone” are all examples of ________.
brand vision
brand mission
brand slogan
brand personality

A music school in Boyles Height, LA, specializes in teaching
the guitar and the violin. After a spurt in growth and a few successful years,
the school is experiencing a slowdown in sales and stability in its profits due
to an increase in competition. The school is in the ________ stage of its life
cycle.
growth
obsolescence
maturity
decline

What can enhance the value of Web-based shopping experiences
to serve as personal shopping assistants or Web-site guides?E-mailAvatarsSmartphonesTabletsPrestige LLC, a small company that manufactures specialty
cereals and energy bars, wants to launch a “green marketing” program
in response to heightened consumer awareness about environmental issues. What
should the company do to maximize the program’s chances of being successful?Focus on the efforts and costs incurred by the company to
bring these “green” products to consumers.Explain the rules and regulations laid out by governmental
agencies to protect the environment.Emphasize benefits to the consumer rather than environmental
benefits.Demonstrate that the products will benefit both customers
and the society in the long-term. A firm must know where to position its product based on
price and ________.qualitycommunicationpromotional effortsregion _______ is an approach that considers different ethnic and
cultural segments require targeted marketing campaigns and tactics. Specialized marketingEthnic-based marketingMulticultural marketingDiversity marketing Marketers need to identify the hierarchy of attributes that
guide consumer decision making in order to understand different competitive
forces and how these various sets get formed. This process of identifying the
hierarchy is called ________.market valuationbrand associationmarket partitioningmarket estimationWhich method identifies the effect sponsorship has on
consumers brand knowledge?Supply-side methodPricing methodPositioning methodDemand-side method The three guidelines
for anticipating management reactions are (1) prior to the crisis during normal
day-to day operations, (2) at the moment some event triggers the crisis, and
(3) during the crisis situation that triggers the event. These guidelines are
the stages for ________.decision makingprovoking solutionscrisis managementproblem-solvingWhat is the perceived monetary value of the bundle of
economic, functional, and psychological benefits customers expect from a given
market offering because of the product, service, people, and image?Total customer benefitComplete marketing benefitTotal management benefitUltimate service benefitABC Technology is nearing completion on their product and
market research has discovered a competitor is also close to launching a
similar product. ABC has decided launch before their competition, this is
called ________.first entryparallel entrylate entryearly entryWhat type of control focuses on measuring a companys
products territories, customer groups, segments, trade channels, and order
sizes to help expand or eliminate any products or marketing activities?ActivitySolvencyEfficiencyProfitabilityA company can learn a great deal by analyzing the degrees of
brand loyalty. For example, ________ can show the firm which brands are most
competitive with its own.hard-core loyalsswitcherssplit loyalsshifting loyalsWhich control should periodically reassess its approach to
the marketplace with a good marketing audit?Marketing controlPerformance controlStrategic controlEthical controlWhich of the following can induce a firm to expand into the
international arena?A saturated foreign marketA saturated domestic marketCater to a domestic mass marketHigh income level of domestic consumersthe firm
concentrates on serving many needs of a particular customer group.product specializationselective specializationmarket specializationsingle-segment concentrationIf the Ford GT is designed to accelerate to 50 miles per
hour within 10 seconds, and every Ford GT coming off the assembly line does
this, the model is said to have high ________.interoperabilitydurabilitycompatibilityconformance quality2Wheels conducts exhaustive customer surveys to discover
customer preferences and attitudes towards the brand. Sally uses cluster
analysis to classify the data and help the company determine the trends in the
information. Sally is using the technique of ________. data miningdata governancedata accumulationdata marketing Another basis for decision-making is referred to as
________.(NOT SURE)correct ethicsethical dilemmassituational ethicsethical practicesThe effect of exposures on audience awareness depends on the
following three factors:distance, timing, and focusheight, length, and widthreach, frequency, and impactspace, communication, and advertisementsWhich of the following is a strategy that uses the
manufacturers sales force, trade promotion money, or other means to induce intermediaries
to carry, promote, and sell the product to end users?Strategic planPull strategyLock strategyPush strategyThe marketing manager needs to know the cost of the research
project before approving it. During which stage of the marketing research
process would such a consideration most likely take place?Step 1 defining the problemStep 2 developing the research planStep 5 drafting the reportStep 4 analyzing the informationWhich component of a marketing audit includes major developments
in income, prices, savings, and credit that affect the company?CulturalEconomicTechnologicalPoliticalThrough its cutting-edge point-of-sale inventory, management
technology, and highly efficient shipping practices, Wal-Mart is able to keep
its inventory expenditure extremely low and to pass these savings on to
consumers in the form of low prices. Wal-Mart’s strategy is best described as
________.market developmentdifferentiationintegrative growthoverall cost leadership Marketers must see themselves as benefit providers. For
example, when a shopper purchases new shoes, he or she expects the shoes to
cover his or her feet and allow him or her to walk unobstructed. This is an
example of what level in the consumer-value hierarchy?Basic productPure tangible productPotential benefitCore benefit New-to-the-world products are ________.new products that create an entirely new marketexisting products that are targeted to new geographical
marketsnew product enhancements that supplement established
productslow-cost products designed to obtain an edge in highly
competitive marketsWhat are the four characteristics of a marketing audit?Announced, semi-annually, dependent, and perpetualSimple, unique, randomly, and exclusiveComprehensive, systematic, independent, and periodicDependent, non-comprehensive, quarterly, and unannouncedWhat type of strategy consists of geographical pricing,
price discounts and allowances, promotional pricing, and differentiated
pricing?Regular pricesPrice adaptationFixed pricingAltered pricing The ability to meet humanitys needs without harming future
generations is now a top priority in most corporate agenda________.righteousnesssustainabilityrulesethics social definition of marketing says ______.marketing is the process of extracting maximum value from
consumers to facilitate corporate growtheffective marketing requires companies to remove
intermediaries to achieve a closer connection with direct consumersa company should focus exclusively on achieving high
production efficiency, low costs, and mass distribution to facilitate the broadest
possible access to the companys productsmarketing is the process by which individuals and groups
obtain what they need and want through creating, offering, and freely
exchanging products and services of value with others BMW’s “The ultimate driving machine,” American
Express’ “Don’t leave home without it,” New York Times’ “All the
news that’s fit to print,” and AT&T’s “Reach out and touch
someone” are all examples of ________.brand visionbrand missionbrand sloganbrand personality A music school in Boyles Height, LA, specializes in teaching
the guitar and the violin. After a spurt in growth and a few successful years,
the school is experiencing a slowdown in sales and stability in its profits due
to an increase in competition. The school is in the ________ stage of its life
cycle.growthobsolescencematuritydecline

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